Platitudes and generalities roll off the human understanding like water from a duck.
Changing people's habits is very expensive
In the old days, advertisers ventured on their own opinions. The few guess right, the many wrong. Those were the time of advertising disaster
The weight of an argument may often be multiplied by making it specific
The advertising man who spares the midnight oil will never get very far.
Literary qualifications have no more to do with it than oratory has with salesmanship. One must be able to express himself briefly, clearly, and convincingly, just as a salesman must.